JWT SYDNEY OLYMPUS AD WINS APRIL/MAY COULD BE A CAXTON COMPETITION
Anad for the Olympus 2GB Memory Card has been announced as the April/Maywinner of the Could Be a Caxton competition, established by the CaxtonCommittee and supported by The Newspaper Works to recognise andshowcase great creativity on a bi-monthly basis.
CLIENT: Olympus
AGENCY: JWT Sydney
EXECUTIVE CREATIVE DIRECTORS: Andy DiLallo & Jay Benjamin
COPYWRITER: Allie Buckle
ART DIRECTOR: Michaela Brown
An honourable mention also went to the M&C Saatchi Wellington for their Ministry of Economic Development ad:
CLIENT: Ministry of Economic Development
AGENCY: M&C Saatchi Wellington
CREATIVE DIRECTOR: Jeremy Southern
COPYWRITERS: Jeremy Southern, Marianne Harvey
ART DIRECTOR: Mark Antsis
EmmaHill, Creative Director of Clemenger BBDO, Melbourne and the judge ofthe April/May competition, said about the winner: “Very cool and simpleway to show your Olympus camera can store as many memories as it wouldtake to fill an aircraft hangar. And besides, you’d never get anaircraft hangar in your pocket.”
On the NZ ad: “Lovely copy. No onewrites long copy anymore. Great copy teaches the reader something,without them even knowing they’re learning. Ironically, there justaren’t many people very good at writing it and in turn teaching otherwriters to write it.”
The creative team from JWT Sydney wins an all expenses-paid trip to the 2008 Caxton Weekend.
TheJune/July competition is now open for entries. It’s free to enter andanyone can submit nominations. For more information on how to enterthe Could Be a Caxton competition and the Caxtons in general, visit www.thecaxtonawards.com.au
8 Comments
“Ironically, there just aren’t many people very good at writing it and in turn teaching other writers to write it.”
That’s, like, meta-irony – right?
One modern Singaporean ad versus one that looks like it came out of Saatchis Wellington in 1998.
All credit to the long copy writers – good to see more of this. But I’m just wondering who has the time to read copy of this length, especially when it’s an ad? I find it hard enough to have the time to read editorial.
There are plenty of people who can write long copy. It’s not like it’s rocket science or some mystical art. Long copy just doesn’t come around that often.
There was fuck all to do back in the olden days so people would’ve had plenty of time to soak up a good ad.
But nowdays? I think you’d be lucky if the jury members even bother beyond the first few lines…
I love the JWT ad. It’s great.
I love long copy ads too. I actually took the time to read Ester’s story but to be honest I struggled. It wasn’t gripping, it was informative but not fascinating, and in the end I had to force myself to read it in its entirety. It might get rewarded for being long copy but for me, that’s all it was – long and copy.
Yeah, i’m gonna second the 10.53 comment, I sat down with it in The Dominion and tried for the life of me to get into that long copy ad but it was just plain old dull and I hit the five minute quiz instead. Still points for actually running the ad.